PARTY SEASON

IBIZA 2017

The most beautiful bottle on Ibiza

JDO Brand & Design has continued its partnership with SPI Group and elit® Vodka into 2017 to create the latest limited edition club bottle. This celebrates the brand’s unique collaboration with Palladium Group’s USHUAÏA Ibiza Beach Hotel for the second consecutive year.

After their highly successful 2016 limited edition, elit® Ultra Luxury Vodka and Ushuaïa Ibiza Beach Hotel have renewed their partnership to celebrate the party throughout the summer of 2017.

The limited 2017 edition comes in a part-frosted glass bottle, designed to symbolize elit’s unique freeze-filtration process for unparalleled purity. The frosted design then gradually descends into smoky grey darkness, inspired by the resort’s vibrant energy from hazy warm days into dramatically dark nights. The Ushuaïa Ibiza Beach Hotel hummingbird rests on the front of every bottle, boldly standing out in red against the monochrome day-to-night canvas.

Paul Drake, JDO Co-founder and Executive Creative Director commented: “We are thrilled to work with elit once again to celebrate their iconic partnership with Ushuaïa. This year, elit’s signature clear bottle has been switched for a monochrome aesthetic, mirroring Ibiza nightlife in stylish spirit and creating a truly memorable limited edition. We’re staying true to elit’s unparalleled dedication to purity, and at the same time, showcasing what sets it apart from other vodkas - its commitment to elevate people’s experiences in the nightclub culture of today."

For the original 2016 special edition, JDO was briefed to cement elit® Vodka’s position as the original benchmark for ultra luxury vodka and to increase awareness and encourage trial and repeat purchase through shelf stand-out. The creative teams were asked to target 30-45 year olds who purchase elit Vodka as a gift either for others or themselves.

The new design featured Ushuaïa’s humming bird identity reversed out of frosted glass. The frosting acts as a beautiful white canvas while the humming bird is instantly recognizable covered in the floral textures and patterns associated with the world-renowned club. The hummingbird is produced in matt black to sit comfortably with the elit Vodka brand and the floral patterns are created using a tactile black gloss, delivering premium cues.

The unique collaboration of elit® Vodka and USHUAÏA has led to the most beautiful bottle on Ibiza. We’ve gently frosted the iconic bottle to define its profile in the dark club environment as well as to deliver an icy cold feel as the sun goes down. The overall impression is one of an exclusive design for an energized but discerning consumer.

JDO has truly brought our partnership with USHUAÏA alive this year whilst staying true to the elit® Vodka brand. The limited edition design has moved on considerably from previous years resulting in a much more confident and integrated representation.